Does Steve Ballmer Even Know Microsoft Makes Xbox?

Written by: Rocco Pendola01/15/13 - 7:44 AM EST

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NEW YORK ( TheStreet) -- For as much as I have defended Apple (AAPL) against rampant inanity in recent weeks, I also acknowledge that, from a long-term standpoint, it's a somewhat vulnerable company with a relatively uncertain future.

Even if you're a Mac person, on some level, you've got to want to see Microsoft (MSFT) succeed. It's easy to make fun of Steve Ballmer , but he seems like a lovable guy. And, as bad as Microsoft looks, it's actually on the cusp of greatness. It just needs better marketing.

Over the weekend, I was at a neighbor's house. Our kids were playing with the Xbox. This family just got one a few weeks ago. It's an incredible device. Best gaming system I've ever seen. In fact, I used to own one. It was even pretty solid a few years ago. It's about as cutting edge as it gets in the living room.

Microsoft should not stumble here. In fact, it has a clear edge over Apple -- based on what we know and can see -- in the living room. It's about more than first-mover advantage; Microsoft has already, in many households, closed the gap between the gaming experience and everything else a streaming player can do for you. It's nowhere near this level with its mobile ecosystem, which is a 100-to-one long shot at best.

Xbox is not merely a pimply-faced gamer's toy; it's a whole house, whole family entertainment system that outsells, by a wide margin, everything else like it. People know this. However, I'm not sure they know that Microsoft is the company that produces such a cool device.

My kid and my friend's kids have no idea, yet they can speak intelligently -- with palpable excitement -- about several generations of Apple products.

Samsung made one of our television sets; Sony (SNE) the other. A few years ago we bought a General Electric (GE) refrigerator. My kid loves the TVs and is always in the fridge, but she really has no clue who makes them. Nor does she care.

There's no cool factor. No sex appeal. There's no association between the brand and the product ... between the brand and the user experience or the practical role the product plays in my kid's life. No link whatsoever. Clearly, that's not the case with Apple.

Xbox is Xbox. Kids think Xbox and it stops there, whereas when they think of iPod, iPhone and iPad, Apple -- from the logo to Steve Jobs -- comes to mind. For goodness sake, they read about Steve Jobs in school.